By Peyman Aleagha

According to 176 North American brokerage managers and owners recently surveyed by WebsiteBox, real estate companies that provide agents with professional websites and related marketing tools are more likely to successfully recruit, train and retain agents.

Or, as I like to say: “The brokers with the best tools, rule.”

But don’t take my word for it.



Of those we surveyed, 79 per cent agreed that offering websites helps recruit agents; 76 per cent agreed that offering websites helps retain agents; and 79 per cent agreed that providing websites speeds the productivity of new agents.

Who should pay?

With so many survey respondents bullish on the training, recruitment and retention benefits of agent sites, it’s no wonder that 75 per cent also agreed that it is “important” for agents to have websites. However, only 45 per cent felt it was the responsibility of brokerages to purchase or subsidize websites for their agents.

The survey seemed to show a discrepancy. Brokerages recognize that websites increase agent value, but many aren’t willing to foot the bill for their agent sites.

Paying for agent sites would likely justify the control brokerage managers said they wanted to wield over agent branding and customer relationship management (CRM).  For example:

  • 93 per cent stated that all brokerage listings should be displayed on agent sites
  • 88 per cent indicated that agent websites should display the brokerage brand
  • 86 per cent said they preferred websites that allow broker-monitored CRM

Such control reduces the risk of conflicting information or poor-quality content on agent sites and also increases the likelihood that potential property buyers and sellers will view a particular brokerage as a market force.

Yes, the brokers with the best tools, rule.

Agents in those brokerages are way more effective if they have sites with quality content and lead-generation tools that bring in deals.

2 COMMENTS

  1. Peyman,
    Perhaps you could tell the readers if you’re websites contain any clip-art, and if you guarantee the commercial usability of any such clip-art — meaning, if someone buys a website from you they won’t be hounded by any third parties claiming that they own exclusive rights to said clip-art and furthermore haven’t granted the usage?
    “88 per cent indicated that agent websites should display the brokerage brand”. Like any advertising a practitioner’s website will need to confirm the brokerage to which they are attached, and furthermore the managing broker will need to approve all content. Every franchise will set minimum requirements for how their trademarks must appear.
    Most people grasp the basic concept of copyright law. You own your intellectual property unless you’ve sold it or you’ve forfeited your right to it under a particular contract. Many brokers are offering website pages within their main brokerage website that are dedicated to each individual practitioner — needless to say if you leave that which wasn’t yours stays behind.
    Having your name as part of your URL may not be a bad idea early on, but a persons name isn’t generally searchable in a generic sense. A persons name doesn’t typically indicate the nature of your business — unless you’re Colonel Sanders . A persons name (URL) may not be as valuable a commodity as part of an exit strategy.
    This article is really very short on specific advice. It should’ve highlighted the key differences between custom websites and template websites, but then again for $99.00 you’re going to get what you pay for.
    Ross, you may wan to take advantage of the analytical tool that was referenced recently, elsewhere on REM. I think it will help to clue you in, as to who is really operating on “such a higher level”!

  2. Carolyne,
    Your discussion is such a higher level that you show how much the agent community is losing by not reaching out to you for mentorship or at least guest seminar hosting.

    As the only registrant in Canada to have a first name url…what else needs saying.

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